Paste Dental

  • Gregg Reid
  • Craig Norwood
  • Elyse Kennedy
  • Sinead Taylor

Paste is the new face of dentistry, and it’s smiling.

How could we challenge the stereotypes of the reclining chair? We partnered with Paste over a year ago to bring a brand unlike anything else to the sector.

From naming to activation we collaborated on the entire experience to ensure wellness in every moment.
At every step of the journey, we focused on how to create an identity and experience that went beyond a visit to the dentist. In a world where everything has the opportunity to become a part of our curated lifestyle, why has dental wellness never been a part of the conversation?

As a disruptive brand we had to think of everything from a fresh perspective. We understood the fear associated with going to the dentist, so both the digital and physical environment and the experience we created for patients would have a major effect on communicating key brand messaging.

Like any good members club, Paste is built on the feeling you want everyone to know you know.

Taking influence from beyond the sector, it’s a brand that’s as high-end as it is cheeky. From a rich, tonal colour scheme to iconic wayfinding, it’s all tied together by a sharp tone-of-voice and personality to engage an audience looking for new lifestyle choices.
Developing everything from stationery to signage, we were able to guide and consult the client on achieving one key deliverable – an experience like no other.

We got deep with execution – collaborating with architectural firms and interior designers, designing wayfinding and internal brand moments. Above it all, we made sure that an Instagrammable moment was within reach in every corner of the studio, and every interaction outside of it.

Because when you’ve got something worth showing off, you should.
We curated a team to help deliver this brand not just in design, but in execution. We worked alongside REQA on signage, wayfinding and spatial design, ensuring that our concepts and ideas could come to life in the physical space. AM Light Co were brought in to create the brand’s imprint on Belfast’s iconic Dublin Road, standing out in an area on the precipice of total regeneration.

We worked with Elyse Kennedy to capture the stunning studio space and signage, delivered natural headshots and team photos with Kalie Reid, and collaborated with filmmaker Robbie Donaldson to capture the story of Paste.

We sourced scrubs from Figs, created bespoke staff uniforms alongside Material Goods Co, got furniture from local favourite Maven and partnered with McGowans on all print materials – so everything the customers see or touch has brand identity at the forefront.

The world-class care and attention to detail offered by Paste’s dental professionals is matched in a brand identity ready to launch in more cities, with more studios and more treatments.

Paste Dental is the changing face of dentistry. And it’s smiling.

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